Selfridges London has opened its new designer streetwear department featuring the UK’s only permanent and free wooden skate bowl.
The 18,000sq ft shopping space is part of a new series of experiential shopping areas introduced by Selfridges to drive sales. The Designer Street Room will offer luxury, street, and progressive fashion, and was created as a result of customer research and after the department store sold 80% more men’s t-shirts in the first half of 2018 than the whole of 2017.
Although located within the menswear floor, the Designer Street Room is intended to be gender neutral and appeal to women as well as men.
The Selfridges skate bowl, designed by sports and lifestyle agency Mighty Mighty, is fully enclosed and sits in the window overlooking the corner of Oxford and Duke Streets. Customers can book one-to-one skate lessons or join the open skate sessions with pro skaters. While open skate sessions are free, one-to-one lessons are priced at £20 an hour.
Phil Young, founder of Mighty Mighty said: “Skateboarding and fashion have always been bedfellows and while skating traditionally shunned the advances of of big labels and institutions, the last few years have seen a coming together that embraces legitimacy in a way we haven’t seen before.”